1, corporate culture

Corporate culture is a value concept that enterprises believe in and put into practice. It is gradually formed in the practice of production and operation, recognized and observed by all employees, and has the mission, vision, purpose, spirit, values and business philosophy of the organization. Franchisees should consider corporate culture from two aspects when choosing brands. On the one hand, a good brand often has some unique corporate culture, which, as the soul of an enterprise, gives the enterprise inexhaustible motive force for development. On the other hand, does the corporate culture of the brand match you? If its corporate culture is restrained and rigorous, it is not suitable for open and lively people, because the conflict of ideas will naturally affect the follow-up cooperation.

Step 2 manage

There are many people in charge of franchise chain headquarters who don't know the tricks of management. Just because they opened one or two stores with good business, many people wanted to join in and open branches, so they hastily set up a franchise headquarters. The headquarters of franchise chain needs to have considerable professional knowledge, including commodity development and management, commercial operation, marketing and advertising activities, personnel recruitment and management, financial planning and operation, and so on. These are all necessary knowledge to help franchisees run their stores normally for a long time.

3. Advertising investment

Advertising is an indispensable means in modern commercial warfare, and it is also the most advantageous weapon to seize the opportunity. Advertising is the messenger of information dissemination, the letter of introduction of enterprises and the stepping stone of products. It effectively conveys commodity information and service information, and at the same time establishes a good image for enterprises, stimulates consumers' desire to buy and guides consumers to carry out consumption activities. The investment and implementation of advertising is also the embodiment of the comprehensive strength of joining the headquarters. Powerful headquarters, in order to further explore the market and further cooperate with the promotion of franchise stores, often invest huge sums of money in CCTV, local satellite TV, major portals and various important print media, and at the same time intensively cultivate in various regions and use various media combinations to publicize according to the market conditions in various regions. Franchisees are the direct beneficiaries of a large number of advertisements invested by the headquarters.

Step 4 guide correctly

Speaking of joining, investors are undoubtedly most concerned about the return on investment. Some chain enterprises vigorously promote their high return on investment, and some even indicate in the publicity materials that the payback period of investment is only one month, which is irresponsible publicity activities. The British-Chinese Entrepreneurship Laboratory believes that joining a chain is indeed a way to make money, but the hope of getting rich overnight is extremely slim. Good brands usually make a comprehensive evaluation of franchisees and give an objective and effective payback period and investment profit rate. According to industry practice, the payback period 1-2 years for most industries in franchise chain should be reasonable.

5. What kind of products do you deal in?

Since you want to open a shop, you should first know about the underwear market in your city, especially the situation of your peers in the surrounding business circle where you plan to open a shop, and do some research to determine. What are the local climate characteristics? What is the consumption level in your area? What underwear brands are there around the store you plan to open? What style are they? Who are the main consumers? How much underwear can you accept? What kind of underwear sells well locally? If the main crowd around your shop is students, then you can't choose sexy underwear, and traditional underwear will be better; If there are many traditional underwear brands around your store, and the competition is fierce, then you can misplace the business scope and target at sexy underwear, and the effect will be much better ... At this time, your target range of brands has been narrowed to a certain extent, and several candidate brands may have been produced, and then you can filter according to the items mentioned later.

6. Product popularity

First of all, how popular is this brand all over the country? What is the status in the minds of consumers? You can directly ask the brand company about its past sales data, or you can learn from the side, and learn about its sales from the shopping malls and agents who have operated the brand. Secondly, according to the brand positioning and product style, what percentage of local people will be interested in buying this product? From this, you can judge whether the number of your target customers is enough. Third, it depends on whether the pricing of its products is competitive among similar brands. Whether the design style conforms to the consumption habits and preferences of local consumers, and try to avoid the possibility of contradictions and conflicts.

7. Reasonable profit rate

Does entering the function give you enough profit margin? It is far from enough to look at superficial discounts and exchange rates, and there are still many hidden items that may not be visible. Let's make a rough calculation. The investment you need is probably: store rent (you may need to pay the rent for 3 months or even half a year at a time); Shop decoration expenses (one-time investment); Commodity funds (if there is a 60% discount, then you need to pay 40,000 yuan to buy goods with a retail price of 6.5438+10,000 yuan); Wages of employees; Monthly store daily expenses (water and electricity costs, etc.). ); Various taxes, etc.

8. Expected income

According to the passenger flow in the business circle where the store is located and the sales of surrounding brands, the number of pieces sold every day is estimated, and the lowest and best schemes are formulated, so as to obtain the daily turnover range.

9. Find a brand with high success rate.

Before joining, we must consider whether the financial stability of the enterprises we join is stable, and observe the stores we join as much as possible to see whether their operating conditions are as profitable as advertised by the head office, because usually the head office will only bring franchisees who intend to join and see some demonstration stores with better performance, but that is not allowed. Interested franchisees still have to visit more stores themselves and make unannounced visits to understand the real situation.

10. Is the supply normal?

Even if you are perfect in other aspects, the best-selling varieties you want are often out of stock. How can your business be good? Of course, it is still a bit difficult to understand this before joining. Because you ask the sales staff of the company directly, they will definitely clap their chests and tell you that they have a good supply. The actual situation is that many small and medium-sized brands in China will have problems in this respect to some extent, so we must be fully prepared for this-even if you choose a mature brand with a certain scale, this situation may occur. But having difficulties does not mean that there is no way. You can get the phone number of the franchisee who is currently operating (or has operated) the brand through the company or other channels, and call directly for consultation, and the answer is the most real.

1 1. Training and service support

At present, most of our franchisees engaged in clothing business lack business experience. In order to ensure the high success rate of business, we need the training support of the company very much. From store image, display guidance, to the use of commodity management and promotion means ... A mature brand company's franchise stores in various places should be carved out of the same mold, and the image, props, commodity display, clerk service and other aspects are unified. If you want to know the level of a company's management training franchise stores, it's very simple. Look at several stores in different areas, and the situation will be clear at a glance. Finally, in fact, the most important point is the signing of the contract. Joining involves money transactions and rights and obligations between franchisees and headquarters of chain enterprises. Therefore, before deciding to join, both parties must sign a contract. At this time, the content of the contract is very important. It must be a complete, reasonable and effective contract, so as to ensure that there will be no problems in the future.

Second, don't look at several cities, look at what brands are suitable for the place you choose, and then choose a brand to join according to the above procedures.